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Leather & footwear producers advised to build trademarks
23
Jul '11
In spite of Vietnam being the third biggest producer of leather and footwear items across the globe, the local businesses have yet not been able to build international trademarks, according to industry officials.

Vice President of the Vietnam Leather and Footwear Association (Lefaso) Diep Thanh Kiet said that the Vietnamese footwear products lacked in quality and were not branded properly.

Mr. Kiet, while speaking at a two-day seminar at HCM City, said that the Vietnamese footwear producers have not been able to build global trademarks.

He added that people are well aware regarding the footwear produced in Hong Kong, Italy and mainland China, but they do not know regarding the Vietnamese footwear.

He further said that the footwear firms of Vietnam are mainly at a disadvantage due to their unawareness regarding importance of brand building.

Merely because of trademark registrations, globally renowned foreign brands are able to dominate the Vietnamese leather and footwear producers, even in the local markets, he said.

He elaborated that there are many roadblocks in the way of Vietnamese producers building their trademark, as they fall short of investment for developing and imparting training to human resources to aid designing and production of high-value items. Hence, the products prepared by local designers turn out to be mere imitation of product samples.

Though the leading producers in the country like Biti's, Dong Phuong, Vina Giay, An Lac and Thoung Dinh have endeavoured to come out with new designs, that is only with respect to intermediary and secondary products, he said.

Vietnam is presently the world's fourth biggest leather and footwear exporter. The industry's exports during the recently concluded first half of the current year attained a year-on-year growth rate of 30 percent to rise to around three billion USD.

Lefaso, with an aim to assist the domestic industry achieve its target set for 2020 to boost exports and help domestic producers to bag 80 percent of the market share, has inked a joint venture deal with Italian and Belgian firms.

The European partners are assisting Vietnamese footwear manufacturers with enhancing their world trade knowledge. The Vietnamese footwear manufacturing units are also being upgraded with Italian skills and technology.

The two-day seminar, jointly hosted by the European Delegation and Lefaso, aimed at encouraging brand building so as to boost competitiveness of the industry. The seminar was held as a part of the IN-TRADE project which promotes innovation and trademarks as main vehicles driving industry's global competitiveness.

Fibre2fashion News Desk - India

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